Once you get publicity, it’s very important to follow up
on it.
This chapter discusses ways to monitor your coverage, maximize the benefits
of positive
reviews, and maintain good relations with the press even after less-than-favorable
reviews.
We also discuss a method for estimating the value of the publicity
you receive.
If the review is good, how do you show your appreciation to the reporter?
Is it a good idea to send a thank you note, a gift, or make dinner reservations
to demonstrate your appreciation?
Your best option may be to arrange a lunch
meeting.
The meal does not violate
the strict ethical code many publications have created for their reporters
that prohibit them from accepting gifts. This is a nice gesture, and it also
serves two business functions:
• reporters can keep in contact with sources, which is part of their job; and
• you can use the lunch meeting to update reporters on your company and your developments.
Never, ever, ever send a gift.
Publications
have policies prohibiting their
reporters from receiving gifts.
Some people, however, do send flowers to
reporters.
In any case, a thank you note is always appropriate.